While many organisations are developing and implementing a range of artificial intelligence (AI) and machine learning (ML) solutions, there are costly reputational, regulatory and legal risks that need to be carefully considered in the process The modern business world is littered with examples of organisations that hastily rolled out AI and ML solutions and other automated decision-making without due consideration of fairness, accountability and transparency of applications and outcomes. Even where not illegal, failure to consider social responsibility, and sensitivities and concerns of many citizens, has led to very costly and painful learning lessons and abandoned projects.